Puori Reports that Women Make Up Two-Thirds of Its Creatine Buyers

Puori released customer data showing that creatine is now bought mainly by women, and increasingly by people over 65. Among Puori’s U.S. customers surveyed in the second quarter of 2026, 63% of those who had bought the company’s Creatine+ (C+) in the previous six months were women.

The shift is happening quickly. Between the first quarter of 2025 and the second quarter of 2026, the share of Puori’s female U.S. customers who bought creatine rose from 16% to 29%. Among customers aged 65 and over it rose from 7% to 27%, the fastest growth of any age group, and among those under 35 from 19% to 38%. Across all U.S. customers surveyed, creatine moved from Puori’s fifth most purchased product to its second, behind only whey protein.

Sales data tells the same story. Puori’s U.S. creatine unit sales for June through August 2026 were up 127% on the same period a year earlier, and the number of new customers whose first Puori purchase was creatine doubled in the first eight months of the year.

The findings echo a survey of 2,094 creatine users published this week in the journal Nutrients, which found that women made up more than 60% of people who had used creatine for less than six months but only 20% of those who had used it for three years or more, and that women were more likely than men to cite healthy aging rather than athletic performance as their reason for taking it.

“Creatine was formulated for and sold to young men who lift weights. The people actually buying it now are women in their forties, fifties and sixties,” said Oliver Amdrup-Chamby, founder and CEO of Puori. “The industry has not caught up with them. Most creatine is still sold in tubs the size of a paint can, with dosing advice written for a 25-year-old athlete and no way of checking what is in the tub. If women are going to be the majority of creatine users, they deserve clear guidance, honest formats and published test results.”

Creatine is among the most studied supplements for physical performance, and Puori positions C+ for everyday strength and training support rather than for elite sport. Every batch of Puori Creatine+ is third-party tested and certified by the Clean Label Project against more than 200 contaminants, including heavy metals, pesticides and other environmental toxins. Puori publishes batch-level test results publicly, so consumers can scan the QR code on the packaging or visit Puori’s website to verify results for their specific batch.

Puori is the only supplement brand to receive the Clean Label Project Transparency Award, reflecting its commitment to batch-level testing and public disclosure.